「 忠於原味即美味 」

須水鄧記始於1998年河南鄭州，用最簡單最適合的調味料，最大限度保留食材原有肉香味。以雙向經營模式，於餐廳與檔口店雙向打進不同消費族群市場。而乘載了23年的須水鄧記，不只在傳遞美味的方向持續精進，為將品牌推往更遠的市場，便決定將整體品牌形象升級。
在品牌形象的思考上，將著重於三個部分，分別為質感提升、視覺鮮明符號、精神口號，以創造須水鄧記整體品牌的升級感。身為河南鄭州在地口味的叫化雞，是中國非物質文化遺產的一大寶藏，在傳統美味的流傳下，以創新概念跳脫出傳統框架，是延續品牌文化價值的一大步；而承載了傳統文化的料理，如何讓濃厚的底蘊加上創新形象，並持續更長的路，對於須水鄧記來說才是最重要的。
｜設計策略｜
叫化雞已然成為須水鄧記的招牌菜，也是最能直接聯想到須水鄧記的關鍵；將傳統料理轉化到識別層面，以提升品牌水準與辨識度。將三大要素「叫化雞、東方文化、滷味根本」作為設計品牌符號的切入點，提高關連性與想像空間。品牌超級符號將邓(鄧)、鳮(雞)結合造字品牌專屬符碼，以傳達品牌永續精神；並以鄧記轉化成燈雞的諧音，將燈籠變成形象的延伸，意味著團聚、滷不散的宴席；中式的圖文編排與色彩選用，塑造經典中華文化；並透過以上視覺元素與專屬符號，強化品牌承襲的經典老字號。
｜品牌形象識別｜
燈籠象徵著溫暖與團聚，將簡體中文「邓（鄧）」與「鳮（雞）」結合並轉化成專屬的識別，並以仿毛筆勾勒字體，加上燈籠的形象，打造出中式內涵的識別，而雞字上的驚紅一撇象徵著品牌的經典地位；品牌識別色，則以沈靜夜晚的靛藍，加上滷汁的棕與濃厚底蘊的褐色，傳遞出須水鄧記的經典與韻味。
｜品牌周邊包裝設計｜
在品牌識別的延伸上，整體以沈穩的靛藍色為底，加上須水鄧記與識別作為主要的視覺感受，打造出整體品牌的一致性與完整性。
而中國傳統節慶，有著禮尚往來的習俗，須水鄧記本著宣揚傳統文化的心，讓美味也能完整地送到對方手中，並設計了一款禮盒包裝，有別於識別以靛藍色為底，禮盒設計以中國朝紅色為底，搭配上簡約的雞隻插圖穿梭於識別形象上，讓整體感受活潑生動，也傳遞出團聚熱鬧的感受。
須水鄧記傳承了傳統手藝的經典文化，在新世代中亦勇於變化，並期許未來能將美味永遠流傳。

Original flavor is the truest delicacy.

Xu Shui Deng Ji, established in 1988 in Zhengzhou, Henan. Using only the simplest seasonings to preserve the original flavor of each ingredient, the brand operates a dual business model  serving customers through both kiosks and sit-down restaurants, reaching a diverse range of consumers. Having carried 23 years of heritage, Xu Shui Deng Ji continues to refine its pursuit of authentic flavor. With ambitions to bring the brand to wider markets, the decision was made to elevate the overall brand image.

The brand image reestablishment focuses on three key pillars: elevating quality perception, creating a bold and recognizable visual symbol, and defining a brand spirit tagline  all in service of a comprehensive upgrade for Xu Shui Deng Ji.

As a local specialty of Zhengzhou, Henan, Beggar's Chicken holds a treasured place among China's intangible cultural heritage. Carrying the legacy of traditional flavor forward while breaking free from convention through innovative thinking is a significant step in sustaining the brand's cultural value. For Xu Shui Deng Ji, the greater challenge lies in how to honor the depth of that heritage while embracing a fresh identity and ensuring the brand continues to travel far into the future.

｜ Design Strategy ｜

Beggar's Chicken has become the signature dish of Xu Shui Deng Ji and the most direct point of association with the brand. Translating this iconic dish into the visual identity layer serves to elevate brand standards and strengthen recognition. Three core elements Beggar's Chicken, Eastern culture, and the essence of braised flavor  form the entry points for developing the brand symbol, maximizing relevance and imaginative resonance. The brand's super symbol combines the characters 邓 (Deng) and 鳮 (Chicken) into an exclusive brand code, communicating the spirit of enduring legacy. Through the phonetic play between 鄧記 and 燈雞, the lantern becomes a natural extension of the brand image, evoking reunion and a feast that never fades. Chinese-style typographic composition and a carefully chosen color palette shape a classic Chinese cultural identity, with these visual elements and exclusive symbols working together to reinforce the brand's heritage as a time-honored establishment.

｜ Brand Identity ｜

The lantern, a symbol of warmth and reunion, forms the foundation of the brand mark. The simplified Chinese characters 邓 (Deng) and 鳮 (Chicken) are combined and transformed into an exclusive identity, rendered in a brushstroke-inspired typeface paired with the lantern form to create a distinctly Chinese visual character. A striking red stroke above the character for chicken signals the brand's classic standing. The brand identity color palette draws from the stillness of an indigo night, layered with the warm brown of braising sauce and the deep richness of aged heritage, conveying the timeless character and depth of Xu Shui Deng Ji.

｜ Brand Packaging Design ｜

Extending from the brand identity, the overall packaging is anchored in a deep, composed indigo, with the Xu Shui Deng Ji name and brand mark serving as the primary visual elements, building consistency and completeness across the brand system.

In the spirit of Chinese traditional festivals and the custom of gift-giving, Xu Shui Deng Ji has designed a gift box that carries both flavor and cultural meaning. Departing from the indigo of the core identity, the gift box adopts a deep ceremonial Chinese red as its base, with minimalist chicken illustrations weaving through the brand imagery bringing a sense of energy and liveliness that captures the warmth and excitement of reunion.

Xu Shui Deng Ji carries forward the classic craft of a time-honored tradition. In a new era, it embraces change with courage, and looks ahead to a future where its authentic flavors continue to be passed down, generation after generation.